Drive Sales withIntelligent B2B Marketing by SalesforceYonatan Weic Senior Account Executive Salesforce Pardot

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Today’s Expert

Yonatan Weic Salesforce Pardot

Marketing

The B2B Marketing Playbook is Being Rewritten

Sales

Marketing

Sales

Marketing

Today, B2B Buyers Forge Their Own Paths

Sales

Product / Service Information

Salesperson CloseBuyer

Buyers are Making Purchase Decisions in a Black BoxSalespeople are fighting to see through this box

through buying process

60%through by 2020

85%

Sources: Earnest Agency / Gartner Research

Product / Service InformationBuyer

Salesperson Close

But There’s Opportunity for Salespeople

purchase from vendor who

engages first

50%appreciate being

approached if relevant and contextual

83%

Sources: InsideSales.com / IDC survey

SalespersonBuyer

Buyer

How Do You See Through the Blackbox to Better Connect to Buyers?

Salesperson Close

Who

What

When

HowProduct / Service

Information

…But Are Those Paths Ending in Purchase?Almost half of B2B marketers and sales reps are struggling to stay relevant

of marketers are struggling to personalize customer

interactions

of sales reps feel they do not have the right information

before making a sales call

48% 42%

Source: Forrester Research, Lattice Engines/CSO Insights

You Must Speak the Language of the CustomerKnowing your buyer is key to agile marketing and selling

Smart Timely 1 to 1Execute adaptive

marketing campaignsEngage buyers before

they engage youMake every touch point relevant and

contextual

Industry Data17% of leads convert into

opportunities. -Bridge Group Study

80% of Sales Leads are mishandled by Sales. -Forrester

ResearchOnly 25% of leads are

legitimate and should advance to sales.

-Gleanster Research

Lead Generation CampaignsThe Sales Funnel

Dead Leads

Your Current Situation?

Sales Funnel

How You Measure ROI?

INPUTS- example

Yearly Marketing Spend

New contacts / year:

Cost per contact:

€500,000

1,000

€500

OUTPUTS‘Cold/old’ contacts/leads :Cost Per contact:

Sunk Cost:

16,000

€500

€8M

20%Lead Conversion to Opportunities

The Sales Funnel

Lead Generation Campaigns

Dead Leads

Website ,Events, Google Adwords, PR ,Webinars, Social, Datasheets

Total leads in the CRM on average

20,000

80% of your leads end up in the recycling bin

Pardot Solution

Lead Generation CampaignsDead Leads

Email

Landing Pages

Forms

Google Adwords

Social Posting

Video/Event

Automated Lead Transferfrom Marketing to Sales

Engage AlertsLead Scoring/Grading

Activity Tracking

Closed Loop ROI Reporting

Drip NurtureCampaigns

With Pardot, dead leads are returned to the funnel and put into nurture campaigns, where

we see a 3x conversion rate & 34% lift in revenue.

78% of leads go to the company that responds first. -Source

Harvard

Website ,Events, Google Adwords, PR ,Webinars, Social, Datasheets

Your Success Is Our SuccessPardot customers of all sizes see results at every stage of the sales funnel

+38% in prospect

engagement

+37% in campaign effectivenes

s

+34% in marketing

ROI

+34% in sales revenue

Source: Salesforce Pardot Customer Relationship Survey conducted February 2015 – March 2015 on 460+ customers randomly selected

Pardot B2B Marketing Automation by SalesforceDrive sales with intelligent, adaptive marketing

Target the best leads with your most relevant offers

Bring sales & marketing together onto one platform

Create marketing messages buyers want to receive

Boost close rates and increase marketing ROI

+

Reach Prospects at the Right Moment with Salesforce EngageEmpower sales to sell anytime, anywhere with mobile marketing tools

Help sales better understand when to reach out — and with what message

Accelerate sales response times with real-time insights

Enable sales to proactively connect with personalized nurture campaigns

Uncover trends that close deals faster

Demonstration

Customer Stories

Stanley Black & Decker Increases Market Share with Pardot

“Pardot gives us a 360-look, from our marketing assets to our sales cycle and even our customer service team.”

$11-billion global provider of diversified tools, storage, and securitySimultaneously personalize the buying process and give the sales team insight into the buyer Reduced the sales cycle for industrial storage by 30% in 1 year, and an additional 25% in year 2 Improved lead follow-up by quickly identifying MQLs - 34% of the leads in their database

Alan English, Senior Brand Manager, Automotive and Industrial

EPAY Gets Results as a Team with Data.com and Pardot

“Data.com lets us unlock the potential of the sales team and make them part of the process.”-Michelle Lanter Smith, CMO, EPAY Systems

Marketing identifies top accounts to target, and Sales finds the contacts they need in Data.com. Marketing nurtures leads with Pardot drip campaigns so Sales can focus on prospecting and closing. Incoming leads are cleaned with Data.com, tracked and scored in Pardot, routed to reps to close.

Mimeo Drives Annual Revenue Goals with the Help of Pardot

“Pardot enabled us to activate part of our existing database and drive hidden revenue to close.”- Gina Spero, Marketing Automation Manager, Mimeo

Global online, on-demand print and distribution companyGenerated a 20% increase in new customer revenue with lead nurturingNurtured existing contacts with relevant content and simultaneously cleaned the prospect database Completed 400 new product demonstrations and shortened the sales cycle 10-15% with marketing campaigns

FXall Drives Marketing Execution & Sales with Pardot

“Pardot provides our marketing team with a complete view of leads from creation to sales qualification.”Nye Simmons, Marketing Specialist, FXall

Fxall is an international online foreign exchange trading platform for institutional buyers and banksEmail segmentation used by marketing & support teams to cultivate better customer relationshipsImproved lead quality increased marketing qualified lead (MQL) close rates to 10% Integrated Salesforce & Pardot reporting aligns the sales and marketing teams

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NTT Europe Aligns Sales & Marketing to Drive Deals

“Using Pardot we have driven marketing accountability across sales, partners, prospects and customers.”Neil Curtis, Marketing Manager, NTT Europe

The infrastructure division of one of the world’s leading telecommunications companies Improved marketing accountability by tracking lead/demand gen and ROI to the business Gained real-time sales insights into the buyer journey with prospect and campaign tracking

The Services ExperiencePardot Customers – You ROCK!!

Questions?

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